ISSN 2320-5407 International Journal of Advanced Research (2015), Volume 3, Issue 7, 565-580 Journal homepage: http://www.journalijar.com INTERNATIONAL JOURNAL OF ADVANCED RESEARCH RESEARCH PAPER Impact of advertisement on consumer behavior and Economy Sales” with special reference to coca-cola Reetika Madaan Manuscript Info Abstract Manuscript History: The title of study is “impact The title of study is “impact of advertisement on consumer behavior ” with special reference to coca-cola on the basis of Received: 15 May 2015 Final Accepted: 22 June 2015 objective is to analyze the effect of advertisement on consumer behaviour, Published Online: July 2015 analyzing the meaning of advertisement as a tool of promotion mix and how it helps to boost up the economy sales. It is to analyze the types of Key words: advertising and the various media used for this purpose. Its having great significance in advertising as a mode of public communication. The present topic aims to study the impact of advertisement on consumer *Corresponding Author behaviour in soft drink industries and proposing the recent trends and developments in this regard. The survey is conducted in Amritsar and its surroundings consumers and the information was collected through Reetika Madaan questionnaire and personal interviews. During the course of gathering information sample size selected was 100 in all the segments-consumers, it is collected in the form of -primary data & Secondary data. The data collected from both the sources is useful to understand the company background, market situation of the companies and consumer perception. This study summarized that even coca- cola using best media and advertising theme and copy in their promotional mix, but the trends emphasize that most of the people were not affected by advertisement. They were driven by their tastes and preferences. Suggestions are, in rural areas the advertising should be broadcasted through radios, vernacular papers & banners. Advertisement should focus on needs and tastes of youth in order to influence their behaviour and should design its strategies according to these. The company should also conduct research to study the needs and wants of the consumer and also the impact of advertisements on the consumers buying behaviour. From above research conclusion could be drawn that most of the consumer are brand loyal. The impact of advertisement was seen on the consumer‟s between the age group 5 – 30. Copy Right, IJAR, 2015,. All rights reserved INTRODUCTION The topic “impact of advertisement on consumer behavior”- A case study of coca-cola analysis the role of advertising in affecting the consumer behaviour and pursuing the consumers to buy a product especially a product like soft drinks. Consumer orientation stems from the company‟s adoption and implementation of the marketing concept. Consumer behaviour is the result of the interaction of the consumer‟s potential influences and the pressures execrated upon 565 ISSN 2320-5407 International Journal of Advanced Research (2015), Volume 3, Issue 7, 565-580 them out side forces in the environment. Consumer has some needs and wants and when they are not satisfied, it leads to a drive. Drives are, in effect, the reasons underlying certain behavior patterns. Drive is a strong stimulus that motivates the individuals. Depending on the products, signs, ads and other stimuli relevant to the situation- existing in the environment, the individuals chooses some specific response in an effort to satisfy the drive. The specific response chosen depends upon these cues and previous experience. Reinforcement strengthens the relationship between the environmental cue and the response and may lead to a similar response to the next time the drive occurs. Repeated reinforcement a leads to the development of a habit there by making the decision process. Advertising is one of the most important external cues, which reinforces the consumer. Advertising an other forms of promotional activities should be viewed as a means of implementing a communication strategy. Advertising is only one element of promotion mix but it often takes special prominence in the overall marketing-mix design because of its visibility and pervasiveness. It was a time when only a few brands of soft drinks were available in the market and the consumer had no wide choice. At present the market of soft drinks allover the country is on the increase due to multinational companies entering the market. We can find the number of soft drinks like coca-cola, fanta, thumbs-up, Pepsi, Limca, Maaza, Canada-dry, Mirinda, 7up, mountain-dew, sprite etc. as a result of this, the manufacturing concerns are marketing all efforts to promote their brands through Advertising. All though advertising is primarily a private enterprise marketing too, it is used in all countries of world including socialist countries. Advertising is a cost effective way to disseminate message, whether, it is to build up brand preference of coca-cola or to motivate developing nation, consumers to drink milk or to practice birth control. It is common form of none – personal communication about an organization and/or its products, idea, services etc. i.e.; the transmitted to target audience through a mass media. The main advertising task is to get attention, to hold the interest, to arise the desire and to obtain the action of consumer. Obtaining attention is obviously necessary if the potential consumer is to become aware of and have knowledge of the company‟s products. Holding interest gives the communication a chance to really build the prospect‟s interest in the product and a liking for it. Arising desire, favorably affects the evaluation process perhaps building the preference, and obtaining action includes building conviction or obtaining trial, which may lead to subsequent purchase or adoption. Continuing promotion is to required to confirm the adoption an insure continuing action. RELEVANCE OF THE STUDY The importance of the study of the consumer behaviour in regard to advertising can be clearly seen in today‟s world of competition. The study of consumer behaviour analysis interprets the ever changing consumer behaviour so that the company can monitor such study for the purpose of making sounds decisions in respect of the four P‟s of the marketing mix, it is consumer disposition that makes or mars the profit position of product. This case study reveals that how much the consumer behaviour is affected by the advertising which is return helps to take decisions like as how much to invest in advertising, formulating and designing the strategies so as to earn profits and stand boldly against the rising competition in the market. EMERGENCE AND COMPANY PROFILE OF COCA-COLA While much of the world has changed since 1886, but the pure and simple magic of one thing remains the same “ coca-cola” the name and the product mean so many good things to hundreds of millions of consumers around the globe. Called for in more than 80 different languages, coca-cola products are served more than 773 millions times every day, quenching the thirst of consumer in more than 195 countries in every climate. John Styth Pemberton in Atlanta, Georgia 1st introduced this refreshing idea. It was may 1886, when the pharmacist concocted a caramel- coloured syrup in a three legged brass kettle in his backyard and carried it to Jacobs Pharmacy to mix it with carbonated water, and thus, a “ delicious and refreshing” drink was born. For five cents, consumer could enjoy a glass of coca-cola at the soda fountain. Dr. Pemberton‟s partner and bookkeeper, Frank M. Robinson suggested the name “coca-cola” in the unique flowing script that is still famous world wide today. Coca- cola began as a fountain product. But candy merchant Joseph A. Biedenharn of Mississippi was looking for a way to serve this refreshing beverage at picnics. He began offering bottled coca-cola using syrup shipped from Atlanta, during an especially busy summer in 1894. In 1899, large scale bottling became possible when Asa Candler granted exclusive bottling rights to Joseph B. Whitehead and Benjamin F. Thomas of Chattangooga, Tennessee. The 566 ISSN 2320-5407 International Journal of Advanced Research (2015), Volume 3, Issue 7, 565-580 contract marked the beginning of coca- cola company‟s unique independent bottling system that remains the foundation of soft drink operations. Today, the products of coca- cola company reach consumers and customers around the world through the large distribution network made up of local bottling companies. These bottlers are located around the world, they package, market and distribute the products using thousands of delivery trucks and routes and millions of pieces of equipment at retail locations. Fresh, creative and tasteful advertising images for coca-cola have always set a high standard of quality for other products around the word. The company recognizes that coca- cola belongs to the billions of consumers in every corner of the globe who have chosen it as their favorite soft drink. Our advertising reflects that special relationship between consumers and the simple moments of pleasure they have come to associate with coca-cola. Amritsar Beverages ltd is an authorized bottler of coca-cola India. Its franchisee area includes the following districts of Punjab namely- Amritsar, gurdaspur, ferozepur, bathinda, monsa, Faridkot, Muktsar & kapurthala. Apart from these districts its also supplies in certain parts of Himachal Pradesh. Amritsar Beverages ltd. As it is known today, was started buy S. Teja Singh Kandhari in the year 1969 under name of Amritsar bottling company, as a franchise license holder from Parle Exports. The very first product bottle then was Gold spot. In 1973 Limca came into the picture and was the next brand that was bottle along with Gold Spot. Thumbs up came into picture in the year 1977 after the exit of coca-cola from India.